When you think of winemakers and distillers, who do you see? For years, it’s been a male-dominated space, but now, big names and spirited individuals are working to balance the scales by bringing in fresh perspectives and equitable representation.

It’s the idea behind the Spirit of Inclusion Initiative, part of the LCBO’s commitment to fostering diversity and inclusion in the beverage alcohol industry. Launched last fall, the program creates opportunities for a diverse range of women and non-binary folks through bursaries, scholarships, mentor relationships and co-op placements so prospective candidates can begin to parse out a career path in the wide (and exciting) world of beverage alcohol.

Here, we spotlight three women who are already paving the way. They chatted to us about their unique trajectories, what keeps them engaged at work and why you should consider a career in the beverage alcohol industry.

Astrid Brummer
Senior Category Manager for New World wines at the LCBO

What elements of your job keep you most enthusiastic and engaged?

“I love the moment when I can confidently say ‘yes’ to a great product pitch, because I know the wine is something our customers will really, really want, but I also get so much satisfaction from problem-solving with my colleagues—that moment when I can see the best path forward, the one that will deliver on our goals and be most efficient, is amazing.”

What past positions in the beverage alcohol industry set you up for success in your current role?

 “For nearly 10 years, I was a product consultant in LCBO retail stores. My job was to be knowledgeable about the wine, beer, and spirits we offer and help customers make the perfect product choices. It was a great training ground because it gave me a customer-service mindset and allowed me to understand what product customers gravitate towards.”

“Early in my career, I imagined this job was about knowing wine, but there is so much more toggling between skills: diplomacy, problem-solving and fostering relationships.”

Christina Veira
Director of programming for Toronto Cocktail Week and Restaurants Canada

What are some personal qualities that serve you well across your various roles?

“I’m good in a crisis—if you’ve ever worked in a restaurant, you know there’s always a crisis. I’m deeply curious, annoyingly so. I’m really passionate about learning. I’ve trained my palate and worked hard on how to communicate it in a way that’s accessible, engaging and fun. I like making people feel good about being in my space.”

What kind of advice would you give to someone who’s interested in getting into the industry but doesn’t quite know which path to take?

“Start from the ground up. You can and should be restless with your growth, but growth isn’t always about hierarchy. Success in this industry lives and dies on your ability to connect with people and create meaningful relationships—not only with guests and co-workers but also with suppliers, producers and your community.”

“Success in this industry lives and dies on your ability to connect with people and create meaningful relationships—not only with guests and co-workers but also with suppliers, producers and your community.”

Susy Sebastiao
Innovation director at DIAGEO, one of the world’s largest producers of spirits and beer

What does the day-to-day look like in your current role?

“In a typical week, I have several meetings to progress the product creation of the next season’s launches. A tasting session can include three to five different product samples of a new flavour—it’s important to taste the product in relation to the desired liquid profile. The day continues with agency meetings to review our packaging design, which is what consumers see first when they arrive at a store.”

What elements of your job keep you most enthusiastic and engaged?

“Crafting new product and category trends really ignites my creativity. My team and I seek to explore ‘untapped’ consumer needs through ideation, consumer research and data analysis. Leveraging cross-functional teams provides a holistic view that can be different from your own based on our lived experiences and cultural differences, which can lead to new ideas.”

“Crafting new product and category trends really ignites my creativity.”

We invite those who are eligible and looking to begin or advance their career in the beverage alcohol industry to apply for the Spirit of Inclusion Initiative here.

The illustration above was designed for the LCBO by Toronto-based illustrator, Rachel Joanis. As a female artist, she understands the importance of representation, diversity, and the significance of seeing yourself in art and media. Click here to learn more about Rachel Joanis and to shop her illustrations.